Audience; expectation of music videos and McQuail theory

Audience expectation

-The video/text will reflect their style choices
-The song/video will be appropriate to the songs
-That the style of the artist can be expected and emulated


McQuail uses and gratification

McQuail argues that the audneices consume their media texts for a variety of different reasons:
-Surveillance
-Personal identity
-Personal relationships
-Escapism
-Diversion
-Relating to the artist